The Social Contract

I've got nothing more to say on what we might or might not be doing with the BBC.

Exactly. We were blown away - literally - by the response we had, and we took some flak, probably fairly. We didn't scale to quite the scale we should have, and I take that criticism on board and we've learned from it. But now it's up and running, people are loving it, the subscription rates, the download rates for the application and so on are just blowing my mind away, they're blowing the people at Sky's minds away.

It's proving incredible popular. I think you're right - part of that is it does have unique services that people can't access in their living room in quite the same way that they can on Xbox Live. It is a phenomenal success at this point.

I think we offer a range of entertainment experiences, that no-one else offers, in a unique way. I think Xbox Live is obviously our most differentiated element, but also, arguably, we're the best value console on the market as well. We're cheaper than our competition and we're just offering more services and better services than I believe anyone else is offering and all the best games are on our platform, and if you look at the stats last week on things like Modern Warfare, more people are playing those sorts of titles on our platform than any other platform and I think that speaks for itself, really.

No.

They weren't accurate, they were rumours. I've got nothing more to say about it.

I've got nothing at all to talk about with regard to Natal. We're still very much in the baking on Natal and there're a lot of things to be decided on it.

I think it does. A lot of what we've done with Xbox is compartmentalise a lot of the elements in order to enable price points. One of the reasons we're such great value in the market is because we don't stuff everything in a box that would make it more expensive, therefore we allow consumers to make the choices as they go.

So that's fundamentally why we do these things, to give consumers the choice and let them upgrade in whichever way they might want to, be it memory, cabling or whatever. It's about the trade-off between consumer choice and a brand proposition if you like with something around Elite, and we think we're getting the balance right...

Everything adds costs in the whole ecosystem. The more choice we give consumers the better off we think they will be and ultimately more successful we will be.

I think it's just a gradual thing. Over time, yes people will and that'll evolve, but it's their choice at any point in time. It's down to consumer choice, as simple as that.